Nielsen released its first-ever report on the purchasing and viewing habits of U.S. veteran consumers—Poza mundurem: Spojrzenie na dzisiejszych konsumentów-weteranów—in collaboration with the HeroZona Foundation at the HeroPreneur National Veteran Business Summit (NVBS) in Phoenix, Ariz. Chad Dreas, SVP, Media Effectiveness and executive sponsor of our Support and Employee Resources for Veterans (SERV) employee resource group, presented an overview of the report at the Business Diversity Summit, co-hosted by the Arizona Hispanic Chamber of Commerce.
Beyond the Uniform breaks new ground as the first report in our Diverse Intelligence Series on veteran consumers and shows Nielsen’s ability to tell diverse consumer stories of all kinds. The report peels back the layers of U.S. veteran consumers’ lives and behaviors to provide actionable insights for marketers seeking to reach this informed, active and civically engaged consumer group. For instance, veterans show a preference for traditional media platforms, and are more likely to listen to the radio, read newspapers and watch television than the U.S. total population. Military recruitment advertising has followed a similar pattern: 84% of the ad spend in this category in 2017 came on these platforms. However, we also find that nearly one-fifth of veterans report spending at least one hour per day on social networking sites. Veterans are becoming more digitally savvy along with the total population, and brands and advertisers seeking to reach these consumers must not overlook emerging digital platforms when designing their outreach strategies.
"Gospodarstwa domowe weteranów wydają więcej i robią więcej zakupów niż przeciętne gospodarstwa domowe w USA; stwarza to ogromną szansę dla firm, które są w stanie dotrzeć do nich i zaangażować ich" - powiedział Dreas. "Nasz raport bada doświadczenia życiowe związane ze służbą wojskową, które jednoczą weteranów i napędzają takie zachowania, jak zaangażowanie obywatelskie i aktywność na świeżym powietrzu. Są to ważne trendy, które firmy muszą zrozumieć, projektując swoje plany marketingowe i produkty, aby lepiej dotrzeć do tych konsumentów".
The NVBS is primarily designed to create business opportunities for veteran-owned businesses. Jim Corbett, SVP and Chief Procurement Officer for Nielsen, also attended the conference and met with many veteran entrepreneurs and business owners at the business fair, which kicked off the summit. Interactions like these with diverse business owners are valuable for our corporate supplier diversity program, which infuses diversity and inclusion into our supply chain, which is a key goal of our overall diversity and inclusion (D&I) strategy.
Raport i nasza ogólna obecność na Heropreneur NVBS zostały zaaranżowane przez naszych oddanych współpracowników i liderów SERV. Ci pracownicy - i ich rodziny - dokonali ogromnych poświęceń w służbie celowi większemu niż oni sami. Ten pierwszy w historii raport na temat społeczności weteranów jest hołdem dla ich przywództwa i służby dla naszej firmy i całego społeczeństwa.
“Aside from being a vehicle for Nielsen to inform clients and engage diverse consumers, Beyond the Uniform is an example of corporate inclusion at work for the business,” said Andrew McCaskill, SVP Multicultural Marketing at Nielsen. “Our veterans business resource group saw a commercial opportunity for us to help clients see that veteran consumers have unique needs and behaviors and that insightful engagement is a pathway to growth. It’s a perfect example of inclusion as the author of innovation.”
Pictured above: Chad Dreas presenting key insights from Beyond the Uniform: A Look at Today’s Veteran Consumers at the HeroPreneur NVBS Business Diversity Summit.
